OTM is a strategic marketing agency specialising in audience insight and engagement. Over the last few years we have developed a new insight model that has proven hugely successful in reaching new audiences and effecting behaviour. It was born out of frustration at traditional segmentation models and listening to our clients, to understand the challenges they face in creating relevant messages that effect change and truly resonate with audiences.It’s become the industry norm: paying for extensive, expensive research, creating fictional personas, then using these to inform your customer communications for years on end. Yet, using marketing personas for segmentation is totally flawed./n
